本研究旨在探討當代消費文化中，卡通授權商品之於消費者的符號意義，以迪士尼經典卡通角色「奇奇蒂蒂」的超級粉絲作為研究對象。在現今商業利益主導的氛圍下，消費不是單純物質交換的買賣關係，更是一種對符號和意義的追求。文化與商品的融合與交織，已成了人們的日常，廣告和傳播等途徑也持續影響著消費者的行為和決策。

文獻探討聚焦在消費的概念與現代性，從單純的商品消費演變為對符號和意義的消費，特別是布希亞等人的理論，反思文化工業與消費文化。研究方法則運用半結構式訪談的方式，針對八位奇奇蒂蒂的瘋狂粉絲進行深度訪談，以了解他們與奇奇蒂蒂的情感連結，以及他們對商品的消費動機與隱藏在消費背後的符碼。

研究發現，對奇奇蒂蒂的瘋狂粉絲來說，這個卡通角色代表著多重意義，不僅是生活的重心和心靈的寄託，更是社交和人際關係的中介。他們不僅欣然接受奇奇蒂蒂角色的各種人設，商業至極的文化商品化也全盤接受，更將這些奇奇蒂蒂相關商品作為符碼性的意義存在，以表達自我認同和情感投射。狂粉不是購物狂，粉絲的消費行為並非盲目跟從，而是考量商品的意義符碼，用消費來回應需求，並且有理性和節制的一面。

透過研究迪士尼商品中的符號如何影響粉絲的消費認同，我們得以理解消費行為背後的心理動機和社會意義——粉絲在消費這些商品的過程中，如何透過符號消費來形塑和表達他們的個人和群體身份。

This study aims to explore the symbolic significance of cartoon-licensed products to consumers in contemporary consumer culture, focusing on the super fans of the Disney classic cartoon characters "Chip 'n' Dale" as the research subjects. Nowadays, consumption is not merely a transaction of material exchange but also a pursuit of symbols and meanings that is dominated by commercial interests. The converging of culture and commodities have become part of people's daily lives, with avenues such as advertising and mass media continuing to influence consumer behavior and decisions.

The literature review focuses on the concept of consumption and modernity, evolving from mere commodity consumption to the consumption of symbols and meanings, particularly through the theories of thinkers like Baudrillard, reflecting on the cultural industry and consumer culture. The research method was a semi-structured interview targeting eight stans of Chip 'n' Dale to understand their emotional connection to the characters, their motivations for consuming related products, and the symbols hidden behind their consumption.

The study finds that for ‘stans’ (super fans) of Chip 'n' Dale, this cartoon character represents multiple meanings, serving not only as the focal point of life and a spiritual refuge but also as a mediator of social and interpersonal relationships. They not only readily accept all the characterizations of Chip 'n' Dale but also fully embrace the intensely commercialized cultural commodification, treating these Chip 'n' Dale-related products as symbolic meanings to express self-identity and emotional projection. Stans are not shopaholics. A fan’s consumption behavior is not blindly following but rather considering the symbolic meanings of products, consuming in response to needs, and exhibiting rational and restrained aspect.

By researching how symbols in Disney merchandise influence fan consumption identities, we can understand the psychological motivations and social significance behind consumer behavior—how fans, through symbolic consumption, shape and express their individual and group identities.